Box Office: Django on pace to be Tarantino’s biggest, Texas Chainsaw wins the weekend

Senior Editor
01.07.13 23 Comments

As it was already predicted last week, Django Unchained is on pace to become Tarantino’s highest-grossing movie, outpacing Inglourious Basterds at a similar point in its roll out. Easing just 33 percent from last week (by contrast, superhero movies and horror regular have second-weekend drops of more than 50 percent), Django crossed $106 million in its second weekend, something that took Inglourious 23 days. As you’ll learn in any business school, a little controversy over constantly saying n**ger never hurt anyone.

Of course, highest grossing doesn’t mean most successful. Adjusted for inflation, “Pulp Fiction,” which amassed its $200 million-plus nearly 20 years ago, would be the top earner among the Tarantino oeuvre. Moreover, it still ranks as the director’s most successful film having been produced for a meager $8 million. [TheWrap]

As it should be. Meanwhile, Django‘s $20 million take wasn’t the number one of the weekend. That honor goes to Texas Chainsaw 3D.

Texas Chainsaw 3D‘s $23 million was directly between the 2003 remake ($28.1 million) and the 2006 prequel ($18.5 million), though attendance was about in line with the 2006 movie.

Raise your hand if you can explain the plot continuity of those three movies. That way I know which people and I should never hang out.

More so than any other studio, Lionsgate has consistently been successful at making and marketing low-budget genre fare like Texas Chainsaw 3D. They execute cost-effective advertising that smartly hones in on the prospective audience while ignoring everyone else, and the results generally suggest that this is a worthwhile strategy. It doesn’t hurt in this case that Texas Chainsaw is an established brand, and surely fans of the original made up a decent portion of the opening weekend audience.

The movie’s grosses were front-loaded (Friday accounted for 44 percent of the weekend), and it received a weak “C+” CinemaScore; with any other genre, these would be bad signs, but they are both fairly standard in horror. As a result, a final total north of $50 million is definitely doable.

The audience was 52 percent female and 64 percent under 25 year-of-age. Lionsgate is reporting that one in three of those younger attendees stated that a primary reason for their attendance was singer Trey Songz‘s starring role. [BoxOfficeMojo]

Trey who what now? Trey Songz is a person? That’s an interesting name spelling, is he Hungarian? Or is it simply a stage name meant to indicate “lots of songs?” In fact, did anyone else try to read that block quote, only to hear the confusing, unintelligible shriek of children?


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